Newhouse Public Relations Social Media Summer 2013 Syllabus
1PRL 600 M003 (72449)Selected Topics - Social MediaSummer 2013Twelve Weeks – Online Asynchronous May 13 – August 17, 2013Mon., May 13 – Fri., May 17, 2013 Face to Face (Executive Education, Rm 463)Professor: Dr. William WardEmail: firstname.lastname@example.orgTwitter @dr4wardOffice: NH 2, 339Phone: cell: 616-915-8138Office Hours: Open (Also via G+ Hangouts)Twitter Class Hashtag #NewhousePRSM_______________________________________________________Class Description: This course examines the strategic use of digital and social mediaplatforms and tools for public communications and the application of Media andCommunication Theory applied to social media research. There is an emphasis onhands-on experience and skill. Students will analyze various digital and social mediaplatforms and tools for developing professional profiles, creating professional learningnetworks, creating professional content, engaging and collaborating. Students will learnhow to use social media to conduct research, improve job performance, increasecommunication effectiveness and efficiency, and develop strategies for integrating,evaluating and planning social media to achieve positive results. Students will criticallyassess social media and research future developments of social media in publiccommunications.Course Objectives: Upon completion of this class students going into publiccommunications should, among other things:• Understand the culture of professional social engagement and socially-enabled organizations and professions in public communications• Learn digital literacy and social media etiquette for writing and socialmedia engagement with a variety of social media platforms and tools• Develop team building and collaborations skills through the professional use andintegration of multiple social networks like Twitter, Facebook, LinkedIn, andGoogle+.• Gain insight through hands-on technical experience with professional socialsharing, listening, monitoring, and analytics using Hootsuite Pro and other digitaltools. Students will also receive Hootsuite Certification, an industry-leadingstandard.• Evaluate internal and external social media strategy and integration from aninterdisciplinary perspective across multiple departments and industries in publiccommunications• apply Media and Communication Theory to social media research
2• Text: Course Resources:There are two required texts for this course. A number of additional readings will beprovided as the semester progresses. In order to keep up with class discussion andlectures, you will need to complete the assigned readings prior to coming to class.• David Meerman Scott (2012). Real-Time Marketing & PR• David Meerman Scott (2012). Newsjacking(Both books are available on Amazon, Kindle, and iPad)• Other course readings and content will be delivered entirely digital and online andmostly available for free. You will be able to access course readings and contentdaily/weekly. Case studies, readings, videos, industry guest speakers, and othercourse content will be delivered using numerous Digital and Social Mediaplatforms and tools.You will be accessing most of the course content with many Social Media and Digitalplatforms and tools and will be learning how to use them professionally.Social Media and Digital Platforms including RSS feeds, blogs, LinkedIn, Twitter, Google / G+,Facebook, Pinterest … and many more.Grade Determination: Your final grade will be based upon the following:Percent ofGrade PointsIn-class Social Media Participation 10% 60Outside Class Social Media Participation & Klout Score 10% 60Two Outside Events 10% 60(NewhouseGLDSM or alternative proposals)Weekly Assignments 30% 180Final Teaching Presentations 40% 240Total 100% 600Grading Scale:93 – 100% A90 – 92 A-87 – 89 B+83 – 86 B80 – 82 B-77 – 79 C+73 – 76 C70 – 72 C-69 or below F
3Skills: Students will learn by doing. Students will gain hands on experience with newdigital tools and social media platforms to understand and evaluate best practices andstrategy being used by professionals in public communications today.Classroom Expectations: I enjoy an open and informal classroom atmosphere. Youare encouraged to share information and personal experiences, and ask questionsduring lectures and discussions. The most effective learning takes place during two-way communication. Your classroom participation is encouraged inside and out of theclassroom and your grade will reflect your contributions. Digital and Social Mediaparticipation is mandatory.Requirements: You will be required to bring your laptop and/or tablet devices toevery class. Mobile Smartphone use is also encouraged during class but you will stillneed to bring your laptop and/or tablet every time. Smartphones do not allow enoughediting and viewing capabilities to be sufficient for class purposes.Reminder: Laptop, tablet and mobile devices are to be used for class and professionalpurposes only during class, not for personal social interactions.In-Class Social Media Participation 60 points (10%): Being present in class andcontributing to class discussions face-to-face and online will result in a higher grade.Failure to participate in class activities and repeatedly arriving late or being absent willlower your participation grade. Digital and Social Media participation is mandatory.Attendance at all class meetings is expected in order to assure an even flow ofinformation and a minimum of disruption for both me and the other members of yourclass. An absence will lower your grade, plus participation points for assignments donein class. Special accommodation will not be made for you if you miss an assignment ora deadline. Late assignments will not be accepted, nor made up without my priorapproval.Outside of Class Social Media Engagement - Klout Score 60 points (10%): Kloutmeasures influence based on your ability to drive action on social networks, and howyou drive more engaging and relevant professional content for everyone. It is one waythat communication industry employers are evaluating your social media experienceand potential. You will learn how to use social media like a pro and your influence scorewill improve on professional topics of interest throughout the semester.Two Outside Events (proposals) 60 points (10%):Attending live events and participating with social media back channels in real-time isrequired. Social communication before and after an event is also required. Studentspropose attending alternative outside events that emphasize social media leadershipand innovation.
4Weekly Assignments – “To Do” List 180 points (30%): Students learn by doing.Learning does not take place once a week during class but on a frequent and regularbasis. The weekly “To Do” list includes 20 daily/weekly tasks related to the topic for thatweek that require class reflection outside of class to demonstrate conceptualunderstanding and insight. Digital and Social Media participation require application anduse of digital and mobile tools and social media platforms for professional purposes.Final Teaching Presentations 240 points (40%): Student will design, implement, andpresent a multi-media ‘deep dive’ presentation to teach the class on some aspect of thecourse subject matter. Team teaching will include 20 minute multi-media presentationsfollowed by discussion. Examples of presentation subjects include but are not limitedto: Media and Communication Theory applied to social media research question(s),case study of a media organization’s social media best practice, an in-depth analysis ofa particular digital tool or social media platform, a look at social media in publiccommunications, etc. Instructor approval is required.
5Class Schedule: The following schedule is for reference only. The dates, other thanthe final exam date, are approximates. We will make every attempt to stay as close tothese target dates as possible. Topics are subject to change.The weekly “To Do” list includes 20 daily/weekly tasks related to the topic forthat week that require class reflection outside of class to demonstrateconceptual understanding and insight.Go to http://www.dr4ward.com to find more in depth information on our classassignments and projects.DATE TOPIC/READING ASSIGNMENTClass Schedule: The following schedule is for reference only. The dates, other thanthe final exam date, are approximates. We will make every attempt to stay as close tothese target dates as possible. Topics are subject to change.Week 1 - May 13 – May 19: Introduction to Social Media Strategy & Hootsuite ProSocial Media DashboardSyllabus - PRL 600 Public Relations Social Media #NewhousePRSM Summer 2013Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,May. 19 (In-class work during week)Week 2 - May 20 – May 26: Social ListeningPublic Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,May. 26Real-Time – Part I Revolution Time - Chapters 1 – 5Week 3 - May 27 – June 2: Social EngagementPublic Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,June 2Real-Time – Part I Revolution Time - Chapters 6 – 9Week 4 – June 3 – June 9: Social CollaborationPublic Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,June 10
6Personal Branding, Blogs & Social Media DashboardsReal-Time Part II – Connect With Your Market – Chapters 10 – 12Week 5 - June 10 – June 16: Social Analytics & MeasurementPublic Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,June 16Real-Time Part III – Grow Your Business Now Chapters 13 - 16Week 6 – June 17 – June 23: Advanced Social Media TacticsPublic Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,June 23Project Status UpdateNewsjacking – Chapters 1 - 6Week 7 – June 24 – June 30: Social IntergrationPublic Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,June 30Project Status UpdateNewsjacking – Chapters 7 - 12Summer Break - Mon. July 1: Sunday July 7Week 8 – July 8 – July 14:Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - DueSun., July 14Week 9 – July 15 - July 21: Social CurationPublic Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.July 21Week 10 – July 22 – July 28: Individual Project MeetingsWeek 11 – July 29 – August 4: Individual Project Meetings
7August 5 – August 11 No classAugust 12 – August 18: Individual/Team Teaching Presentations & Wrap Up
8Religious ObservancesSU’s religious observances policy can be found athttp://supolicies.syr.edu/emp_ben/religious_observance.htm. SU recognizes thediversity of faiths represented among the campus community and protects the rights ofstudents, faculty and staff to observe religious holy days according to their tradition.Students will be provided an opportunity to make up any examination, study or workrequirements that may be missed due to a religious observance provided they notify theinstructor before the end of the second week of classes. Students who plan to observe areligious holiday this term must use the online notification process on myslice. This isonly available the first two weeks of classes.Academic Integrity“Syracuse University sets high standards for academic integrity. Those standards aresupported and enforced by students, including those who serve as academic integrityhearing panel members and hearing officers. The presumptive sanction for a firstoffense is course failure, accompanied by the transcript notation “Violation of theAcademic Integrity Policy.” The standard sanction for a first offense by graduatestudents is suspension or expulsion. Students should review the Office of AcademicIntegrity online resource “Twenty Questions and Answers About the Syracuse UniversityAcademic Integrity Policy” and confer with instructors about course-specific citationmethods, permitted collaboration (if any), and rules for examinations. The Policy alsogoverns the veracity of signatures on attendance sheets and other verification ofparticipation in class activities. Additional guidance for students can be found in theOffice of Academic Integrity resource: ‘What does academic integrity mean?’”Related Links:The Academic Integrity Policy: http://academicintegrity.syr.edu/academic-integrity-policy/Twenty Questions and Answers about the Academic IntegrityPolicy: http://academicintegrity.syr.edu/faculty-resources/What does academic integrity mean?: http://academicintegrity.syr.edu/what-does-academic-integrity-mean/Persons With DisabilitiesIf you believe that you need accommodations for a disability, please contact the Officeof Disability Services (ODS), disabilityservices.syr.edu, located at 804 UniversityAvenue, room 309 or call 315 443 4498 for an appointment to discuss your needs andthe process for requesting accommodations. ODS is responsible for coordinatingdisability-related accommodations and will issue students with documented disabilities“Accommodation Authorization Letters,” as appropriate. Since accommodations mayrequire early planning and generally are not provided retroactively, please contact ODSas soon as possible.
9Our community values diversity and seeks to promote meaningful access to educationalopportunities for all students. Syracuse University and the Newhouse faculty arecommitted to your success and to supporting Section 504 of the Rehabilitation Act of1973 as amended and the Americans with Disabilities Act (1990). This means that ingeneral no individual who is otherwise qualified shall be excluded from participation in,be denied benefits of, or be subjected to discrimination under any program or activity,solely by reason of having a disability.You are also welcome to contact your professor privately to discuss your academicneeds although faculty cannot arrange for disability-related accommodations.Use of Student Work (FERPA)The professor will use academic work that you complete this semester for educationalpurposes in this course during this semester. Your registration and continued enrollmentconstitute your permission. The professor will use academic work that you complete thissemester in subsequent semesters for educational purposes. Before using your work forthat purpose, your professor is required to either get your written permission or renderthe work anonymous by removing all your personal identification. Use of Social Mediaconstitutes your permission as search engines archive all content created for this class.